We created the world's first online gaming 'Armistice', bringing together War Child and over 20 game studios in a groundbreaking initiative. Every Armistice Day the studios create bespoke nonviolent gameplay and purchasable activations across 50+ gaming titles, offering gamers unique gaming experiences while advocating for War Child's cause and raising millions for children in conflict zones.
The social nature of Armistice means gamers and influencers around the globe get involved with the campaign, recording, uploading and live streaming their gameplay, generating 1,000’s of separate bits of content. Gaming media hailed it as a groundbreaking industry-first innovation as the multi-channel campaign reverberated across the gaming sector, leaving a lasting impact on platforms like Steam, Xbox, PlayStation, and Twitch, uniting gamers worldwide in a powerful movement.
It has become an annual event in the gaming world, was honoured at The National Fundraising Awards for Most Innovative Campaign and has firmly positioned War Child as an established charity in the gaming sector, something they had never considered previously.
"Armistice has been one of War Child’s best performing campaigns in its 25 year history."
Before Armistice, we were approached by War Child to raise awareness and advocacy amongst a younger, more tech savvy audience.Our solution was ‘Duty of Care’, a powerful, thought provoking film that subverted hugely popular games like Call of Duty, by replacing the heavily-armed soldier with a vulnerable child.
‘Duty of Care’ gained support on a global scale with influential politicians, decision-makers and celebrities sharing the film and the accompanying petition which reached 22,000 signatures, 200% over their initial KPI. The film went viral throughout the gaming community and helped War Child to reach a younger audience whilst making a strong mark with the world's leading game studios.
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